Retailing—the exchange of goods, services and experiences—is in the midst of change unprecedented in modern times. In a time when the internet globally democratizes shopping, and social media exercises an outsized and immediate influence upon consumer behavior, the demand by people around the world for public places where both commerce and socialization thrive has never been greater.

Yet many recent expensive efforts to revitalize downtowns or build new centers have failed because the adopted design and planning recommendations along with poor implementation approaches hurt commerce. New and old towns need intelligent strategies for the survival of their commercial life. Sustainable development and vibrant community life are impossible without these strategies.

This seminar examines the planning approaches, retail design and merchandising principles necessary for the creation of place-based commerce. This includes tactics used by premier retail and mixed-use developers and considers how they can be applied to a variety of urban settings. It shows how the practical science of analyzing and adjusting all elements known to affect a shopper's mood in the marketplace can inform design and development principles for reviving retail in declining downtowns and for establishing viable commerce in new ones.

Instructors: Robert J. Gibbs, AICP, ASLA, President, Gibbs Planning Group, Inc and Terry Shook, FAIA, Principal, Shook Kelley, Inc.

For those who qualify, 21 AIA/CES | 21 AICP/CM | 21 LA/CES (HSW) are available.

For more information, contact execed.gsd.harvard.edu/programs or call 617-384-7214.